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Planners and strategists need to bring insight to how and why people think the way they do. It’s a key craft skill in how they "make people want to buy".

But a good planner should also have multiple perspectives on "why we think what we think" so they can bring fresh insight and creativity to each problem they face. Perhaps all planners should be on a never ending quest for wisdom about these fascinating things called humans.

In this session aimed at up and coming Planners award-winning UK Planning Director Jon Leach of Chime Communications will share not only his tool box of "why people think what they think" but also show a methodology of how you can create your own tools and frameworks.

Topics covered will include:

How different agencies think

How planners think

How advertising people think

How strategists think

How music makes people think

How the youth think (and how this may or may not change over time)

How technology makes us think

How colour makes us think

How China thinks

How people think in different historical times

How our human psychology makes us think

How our mammalian biology makes us think

The session will include lots of "have a go yourself" activities, both to generate new perspectives on how "your consumers" think but also to explore your own thinking quirks.